Digital Marketing
Strategy that fills the diary
The problem
Ad platforms are good at reporting views, clicks and likes, and none of those tell you which ad brought the person who actually booked. That connection has to be set up on purpose before the money starts going out, because nothing records it in hindsight. Without it, the ads that quietly work look exactly like the ones that quietly do not, and deciding where next month's budget goes comes down to instinct.
How we work
We start with two numbers: what one booking is worth to you, and how long someone usually takes to decide. Before any money goes out we set up conversion tracking — a record of the actions that matter to your business, like an enquiry form sent, a booking request started or a phone number tapped. Then we plan and run the campaigns: paid search on Google for people already looking for what you sell, and paid social on Facebook and Instagram for people who were not. Spending is judged against those recorded actions rather than against views and likes, so next month's budget follows the ads bringing in enquiries instead of the ones bringing in clicks. Two costs stay separate throughout: the ad budget, which you set and can raise, lower or pause at any time, and our fee for planning and running the campaigns, quoted once we know the scope. If the budget is too small to show what is working, we will say so before you start rather than after.
What's Included
Campaigns built on your booking cycle
Seasonal and destination businesses take bookings a long way ahead — a villa filled for August was often chosen while it was still winter. We plan when the ads run against your cycle rather than a generic calendar, so the budget goes out while people are still choosing and not after they have booked somewhere else.
You can see which ads paid for themselves
Each month the cost of the ads sits next to the enquiries they brought in, so a campaign is judged on the work it produced rather than on how busy it looked. There is one part the ad platforms cannot see: which of those enquiries turned into paid jobs. You tell us that, and it is the number that decides whether a campaign keeps its budget or the money moves somewhere else.
Reporting that says what to do
A short written read each month of what worked, what did not, and what we would change next, so the decision takes a few minutes rather than an evening working out what a screen of charts means. If the numbers say the spending is not paying for itself, that is what the report will say, including when the honest advice is to pause.
Digital Marketing across Cyprus
We work island-wide from our base in Paphos. These are the districts with a page of their own — everywhere else, just ask.
Questions
How much should I spend on Google or Facebook ads?
It depends on what one booking is worth to you and how many you need, so we would want to look at those two numbers before suggesting a figure. Two costs stay separate: the ad budget, which you set and can raise, lower or pause at any time, and our fee for planning and running the campaigns, which we quote once we know the scope — VAT included, as all our prices are. If the budget is too small for a campaign to produce enough information to show what is working, we will say so before you start rather than after.
Should I be running Google Ads, Facebook Ads, or both?
It depends on whether people are already looking for what you sell. Google reaches someone actively searching — a plumber, a dentist, a villa for August — and converts fastest, usually within days. Facebook and Instagram reach people who were not looking, which is how you sell something visual or new. A small budget almost always does better on one channel run properly than on both run thinly.
How do I know if the ads are actually working?
Before any money is spent we set up conversion tracking, which is simply a record of the actions that matter — an enquiry form sent, a booking request started, a phone number tapped — so spending is judged against those rather than against views and likes. The one thing we need from you is which of those enquiries turned into paid work, because the ad platforms cannot see that and it is what decides whether a campaign pays for itself. If it does not, we will tell you to pause the spending rather than keep it running.
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Let's Talk
Send a short description of the problem and we will reply with what we would actually do about it, and what it would cost.